Community-Based Social Marketing: Addressing Sustainability Issues, Slides of Marketing

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Consumer

Behaviour

Addressing Sustainability

Issues:

Social Marketing (2)

Dr Rowan E. Bedggood

Social

Marketing (2)

Community-Based Social Marketing

Activity

Stop for a sec!

List 10 things people could do in their day- to-day life to reduce work-based energy consumption / emissions.

Community-Based Social Marketing (CBSM)

“Nature bats last”

We will be forced to adopt

sustainable practices

Community-based SM: fostering

sustainable behaviour (gracefully!)

Behaviour change is vital

Challenges the attitude-behaviour

approach of most SM’rs

That which is not good for the beehive cannot be good for the bees Marcus Aurelius

Economic – Self-Interest Assumption

However, most studies show:

• Economic gain shows little incentive to change behaviour (alone)
• Retrofits rarely adopted

Do people just not care?

Alex Laskey (really worth listening to this 7 min TED Talk)

Evaluate

choices

Consider

financial gain

New

behaviours

adopted

Community-Based Social Marketing

Consider proposed behaviour

Facilitate benefits

New behaviours adopted

Address barriers

CBSM Step 1: Select Behaviour

Carefully select the behaviour you want to change:

Make sure it is:

 Non-divisible

• Does not represent several behaviours ( e.g., insulation)  End-state
• Behaviour that produces the desired environmental outcome ( e.g., thermostat)

Select the behaviour/s based on:

• Impact (high)
• Probability that TM will adopt the behaviour (high)
• Penetration: proportion already adopted behaviour (low) o Visibility (determines penetration, e.g., watering garden)

Avoid

Reduce

Substitute

Onsite RE

Offsite RE

Offset

Framework for Reducing (Corporate) Emissions

Barriers: things stopping the adoption of the proposed behaviour

Barriers can form due to:

• Lack of knowledge (“how to”)
• Difficulty of implementing ( e.g., car-pooling)
• Lack of motivation (no internal or social pressure)
• Inconvenience (public transport)
• Perceived risk (riding a bike)

Examples:

Composting in Canada

Cycling in Melbourne

CBSM Step 2: Barriers/Benefits

CBSM Step 2: Barriers/Benefits

Important: Barriers for one behaviour are not the same as for another behaviour.

Benefits:

• Positive outcomes once the behaviour is adopted
• Identify what they are so you can communicate this to the TM to motivate them

Aim: minimise barriers, optimise benefits

(Tip: gain-framing vs. loss-framing – see ‘comm’s)

CBSM Step 3: Develop Strategies

Commitment: ask for one – in writing or in public

Social norms

Social diffusion

Prompts

Communication

Incentives

Convenience

Commitment in Action

Two groups approached with:

“would you place this billboard on your front lawn”?

Group 1: “no way” Group 2: “sure” (76%)

Time delays between requests and different people do not sway the results

Commitment in Action

Optimum :

Make commitment

public

CBSM Step 3: Develop Strategies

Commitment: ask for one – in writing or in public

Social norms: “belief follows the path of least resistance”

Social diffusion

Prompts

Communication

Incentives

Convenience